Retail Minded: Do designers need 'Look Books'?

Often my designer and artist clients ask me if they need to invest in developing a “Look Book” as they prepare to communicate with retailers. The answer depends on individual product assortment, retail target market and budget.

That said, I have outlined details about Look Books and their value to wholesalers. If you're considering creating a Look Book, you should weigh these points:

What Is a Look Book?

A Look Book is similar to a portfolio. But it represents a product line rather than providing visual samples of one’s work history. Look Books are used as visual aides in place of the product. The purpose of a Look Book is to provide a “story,” “feeling,” or “inspiration overview” of the product assortment through photographs of the product you want to sell.

Look Books are often professionally bound with glossy photos and few or no words included in them while others are presented in three-ring binders with plastic portfolio cover sheets. The presentation will vary in design; however, the content will primarily be photos. The details of the product are sometimes included, but more often than not these details are outlined in the Buyer’s Packet instead.Who Needs a Look Book

It is common for higher-priced products, luxury goods, and one-of-a-kind items to be showcased in a Look Book. Not meant for largely mass-produced goods and inexpensive items, a Look Book is meant to showcase products that need a bit of a push to sell. If you are a jewelry designer who offers one-of-a-kind pieces, a Look Book offers a great outlet to showcase some of the best work you have done.

Meanwhile, if you offer customized art or designer handbags, a Look Book can provide you with a creative way to tell your product story. There is more flexibility in the creation of your Look Book vs. a line sheet or other contents of a Buyer’s Packet; therefore, as a designer, you may have more fun with this presentation.

Many new wholesalers in the marketplace include Look Books to help push their product. Since competition is tough, it can often be more difficult for new designers/artists/wholesalers to position themselves in their respective marketplace. Using a Look Book will certainly add to your pitch, offering a great outlet to tell your story since you will not always have the opportunity to do this face to face.Presentation of a Look Book

The Look Book should have a polished and professional presentation. As small business owners, it can tempting to cut corners everywhere you can, but I suggest leaving the three-ring binders at home. Instead, consider simple and inexpensive binding techniques such as book stapling, coils, and book binding, which will afford you a professional presentation on a budget.Final Thought

A Look Book can offer a sneak peak to your collection, and it can tell a story about your product assortment. Remember that a complete Buyer’s Packet is more beneficial to you as a wholesaler. A Buyer’s Packet should include a line sheet with photos, pricing, designer/artist overview, introductory letter, and order form. These essential pieces, if done correctly and presented well, can sell your product or at least get you a conversation with potential buyers. Be realistic with yourself as to whether or not you really need a Look Book or if the fancy image of it is selling you on the idea of producing one yourself.

Budgets are tight in all aspects of retail these days, so linking potential buyers to your Web site with an “Online Look Book” may be a more affordable option. Another possibility is to include a disk in the Buyer’s Packet that offers a digital Look Book. Both of these options can save you money while also providing an extra something to your retail accounts and potential retail accounts.

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Nicole Leinbach Reyhle is a Chicago-based consultant whose blog, Retail Minded, has become a destination for merchants, designers, marketers, merchandisers and wholesalers. The Blog by Retail Minded is recognized by Forbes.com as a "Thought Leader" in the retail sector. Her column appears here on Wednesdays.